Julien Farel × US Open 2025 Branding Campaign
PlanetFab Studio developed the US Open 2025 branding campaign for longtime client Julien Farel Salon & Spa. This luxury activation brings beauty and performance to the world’s biggest tennis stage.
For 17 years, Julien Farel has been a fixture of the US Open, styling world-class athletes, celebrities, and insiders from his Super-VIP salon inside Arthur Ashe Stadium.
This year, our challenge was clear: create something that would resonate with athletes and the culture surrounding the tournament.
READ MORE+Creative Strategy for the US Open 2025 Branding Campaign
Our strategy centered on two key messages: “Take Center Court” and “Play Beautiful.” The first is a cheeky call rooted in the sport itself. The second is an elegant sign-off that speaks to beauty and style. Together, they showcase how Julien Farel takes clients into the spotlight. “Take Center Court” is the confident call to action. “Play Beautiful” captures both how you play the game and how you feel doing it.
Brand Activation Across Arthur Ashe Stadium & Park Avenue
From there, the campaign extends across every touchpoint. Inside Arthur Ashe Stadium, the Super-VIP salon becomes an immersive stage where athletes, celebrities, and insiders prepare to “play beautiful.” On Park Avenue, the flagship window transforms into a stage for the concept, putting the brand in full public view.
Campaign Reach: Social, Merchandise & Cultural Visibility
The campaign also moves beyond the court through social posts carrying “Take Center Court” across Instagram and beyond. Posters and limited-edition merchandise spread messaging through the crowd with lines like “Be Legendary” and “All Eyes on You.”
PlanetFab conceived, developed, and executed the Julien Farel US Open 2025 branding campaign—transforming a long-standing partnership into a cultural brand moment at one of the world’s most visible sporting events.
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